Market research. Brand identification.
Work on the brand design began with a design audit of services and market research. The audit was carried out among a fixed panel of 50 studios and through online surveys of another 100 studios. We analyzed the information collected during customer workshops. We identified the threats and opportunities resulting from the current network structure. The company's management board was presented with a report, which was also given to business partners.
Having knowledge about the consumer profile, his/her shopping motivations, trends and the kitchen furniture market, we developed the principles of a strategy of action and development for the brand.
The first stage of its implementation involved the creation of a unified visual identification system for the entire network and designing the point of sale branding system. The design work was collected together in the form of a brandbook, which defined the rules for using the new identification framework.
We took care of communication within the organization. This mainly covered the sales department, manufacturers of home appliances and kitchen studios. For its needs, we organized a photo session and the production of POS materials for points. We systematically worked on a new format for a sales newsletter covering a dedicated range of home appliances for studios associated with the network and those outside. This stage was devoted to the standardization of the product range offered to the network